In a new advertising campaign, Qwest Communications shows its playful side, using humor to emphasize the company’s high-speed Internet service, according to a story in the Wall Street Journal.
Qwest Communications International is out to rebrand itself as a broadband provider, instead of a traditional telecommunications company, and is using a humorous new ad campaign to get the message out, according to a story in the Wall Street Journal.
The story, written by Andrew Lavallee, says Qwest is pitching its new data backup service with visions of what might happen without it.
The new campaign, which launched in late April and will roll out over the next few months, will air in the company’s home markets, primarily in the Midwest and West. Ads play on people’s fears of losing data by showing computer crises and their aftermath, the story says. One spot features an embarressed boy posing in a crib, a high chair and an undersize bicycle for new baby photos after his father dropped his laptop and lost all the originals.
The campaign reflects Qwest’s increased emphasis on high-speed Internet service, which is still growing as the company’s phone business shrinks.
Qwest spent $77.8 million on advertising last year, down from $89.4 million in 2007, the story says. It is way outspent by rivals Comcast and Time Warner Cable, whichspent $515.9 million and $167.6 million, respectively, in 2008.
WSJ Online subscribers may read the full story here.